By Murray Bernstein | $10 Million-a-Year Closer
You worked hard for the appointment. Don’t let the wrong words cost you the sale.
You worked hard for the appointment. Don’t let the wrong words cost you the sale.
What if a few simple changes to the words you use could change the direction of your next sales appointment?
Sometimes the difference between a closed sale and a lost opportunity isn’t what you’re selling. It’s what you’re saying.
29 chapters · Stop Selling. Start Solving.
29
Practical Chapters
$200M+
Lifetime sale behind the techniques
$29
One book. Skills for years.
Financial freedom shouldn’t be reserved for the right degrees, connections or opportunities.
You’ve put in the work. You know your product, practiced your presentation and answered every question. The customer seems interested. You’re already thinking about the commission.
And then you hear it:
“We need to think about it.”
You drive home replaying the conversation. What did I do wrong? Was it my price? Did they not trust me? What could I have said differently?
Introducing Sales Words Matter, the book by Murray Bernstein. Discover the language, questions and communication techniques he developed through decades of real-world selling.
The expensive mistakes
The most expensive mistakes in sales don’t always look like mistakes.
The most expensive mistakes in sales don’t always look like mistakes.
Every word can bring you closer to the sale — or further away. How many times have you heard:
“I want to get a few more estimates.”
“I want to get a few more estimates.”
“Your price is too high.”
“Your price is too high.”
“I need to talk to my spouse.”
“I need to talk to my spouse.”
“Let me think about it.”
“Let me think about it.”
“We’re not ready yet.”
“We’re not ready yet.”
For most salespeople, these words signal the beginning of the end. They get defensive, offer discounts, repeat features the customer has already heard, or leave hoping the phone rings tomorrow.
But what if you had asked a better question ten minutes earlier? What if you had uncovered the real concern before it became an objection? What if you had listened a little more and presented a little less?
Great closers don’t just know what to say. They understand why they’re saying it.
What’s at stake
One more sale can mean so much more than one more commission.
One more sale can mean so much more than one more commission.
It’s not just about making money. It’s about what that money makes possible. Maybe you wanted to earn more than an hourly paycheck, to build a career with no ceiling imposed by your education or background, or to give your family things you didn’t have growing up.
A better home
A family vacation
More in savings
Less stress when the bills arrive
Imagine feeling more prepared: knowing how to ask questions that uncover what customers truly want, turn features into benefits that matter personally, address concerns without getting defensive, and move from a good conversation toward a confident decision.
You may not control every customer’s decision. But you can become far more intentional about every word you use.
A lesson from the book
Stop selling. Start solving.
Words are free. Using the wrong ones can be expensive.
Homeowner
“I want energy-efficient windows.”
Homeowner
“I want energy-efficient windows.”
They’re not simply shopping for energy-efficient windows. They’re looking for a more comfortable night’s sleep. Now your presentation has a different purpose: explaining how a properly designed and installed window can address the drafts that make their bedroom uncomfortable.
This is the principle behind Murray’s Follow-Up Questions, Selling Survey and “Which Means” techniques
The right question uncovers the real problem. The right words connect your solution to what matters.
What’s inside
29 chapters that can change the way you communicate with customers.
29 chapters that can change the way you communicate with customers.
Not generic motivation — a practical collection of techniques, examples and protocols from Murray’s real-world selling. You don’t have to change your personality or abandon your presentation. Even a few new techniques can change your conversations.
01
Permission Words & Pre-Tags
Build trust before the first important question.
Introduce questions in ways that show respect and give customers a reason to share. Lower their defenses and create a more comfortable conversation.
Customers open up when they understand how your questions benefit them.
02
Selling Surveys & Follow-Up Questions
Discover what your customers really want.
Look beyond surface answers to the concerns and emotional motivations behind a purchase, and identify their hot buttons.
Stop assuming you know why they’re buying. Let them tell you.
03
“Which Means …”
Turn ordinary features into personal value.
Connect features, advantages and supporting evidence to the customer’s specific goals.
Don’t just explain what they’re getting. Explain why it matters to them.
04
Story Selling
Make your presentation something customers can feel.
Use personal experiences, genuine customer stories and real-world examples to make facts memorable instead of another forgettable pitch.
05
“How Are You Going to Feel …?”
Help customers see the future they’re buying.
Ask questions that help buyers imagine future satisfaction, comfort and peace of mind.
When a customer can picture a better outcome, value becomes personal.
06
Client Acknowledgement & “Say It, Own It”
Build confidence instead of creating resistance.
Acknowledge concerns, validate questions, provide supporting information and encourage participation, so buyers examine the evidence themselves.
A confident customer is better prepared to decide.
Imagine walking into your next appointment with a different level of confidence.
Imagine walking into your next appointment with a different level of confidence.
Not because you memorized another aggressive closing line, or learned to talk louder, faster or longer — but because you understand how to communicate with purpose.
You know how to begin a conversation.
You know how to ask questions.
You know how to uncover true motivation.
You know how to explain value.
You know how to address the real issue.
You know how to begin a conversation.
You know how to ask questions.
You know how to uncover true motivation.
You know how to explain value.
You know how to address the real issue.
Sales becomes less about guessing what might work and more about applying techniques you’ve studied, practiced and refined.
Who is it for
If your income depends on your ability to communicate, this book was written for you.
If your income depends on your ability to communicate, this book was written for you.
The Beginner
New to sales and want the right habits from the start. Build confidence without high-pressure tactics.
The Beginner
New to sales and want the right habits from the start. Build confidence without high-pressure tactics.
The STRUGGLING SALESPERSON
Getting appointments and putting in the effort but not closing consistently. Find new ways to approach the conversations that may be holding you back.
The STRUGGLING SALESPERSON
Getting appointments and putting in the effort but not closing consistently. Find new ways to approach the conversations that may be holding you back.
The EXPERIENCED CLOSER
Already successful, with room to improve. Fine-tune your questions, language and delivery.
The EXPERIENCED CLOSER
Already successful, with room to improve. Fine-tune your questions, language and delivery.
The SALES MANAGER
Want reps who communicate better and build stronger habits. Give your team a common language to practice.
The SALES MANAGER
Want reps who communicate better and build stronger habits. Give your team a common language to practice.
What could better conversations be worth to you?
It’s a $29 book. The skill can serve you for years.
It’s a $29 book. The skill can serve you for years.
Think about the effort behind a single opportunity: the prospecting, the calls, the appointment, the preparation, the travel, the presentation. After all that work, wouldn’t you want every reasonable chance to succeed?
Imagine asking the questions you’ve been avoiding, understanding what buyers truly worry about, creating presentations customers connect with, and feeling proud of how you communicate — even when the answer is no.
You can’t buy guaranteed sales results for $29. But you can invest $29 in learning from someone who has spent decades improving the craft.
Sales Words Matter · By Murray Bernstein
$29
Your price
The best salespeople aren’t always the best talkers. They’re the best communicators.
They ask better questions. They listen more carefully. They recognize what matters, make people feel understood, translate knowledge into value, and treat every conversation as a chance to build trust.
You don’t need to talk more to become a better closer. You need to make your words matter more.
Frequently Asked Questions
Frequently Asked Questions
Is Sales Words Matter only for home improvement sales?
No. Murray developed his techniques primarily through home improvement and in-home selling, but the book explores communication principles that apply in many industries.
Do I need sales experience to benefit from the book?
No. Beginners can build their foundation, while experienced salespeople can integrate relevant strategies into their established approach.
Does the book contain real examples of what to say?
Yes. It includes sample sales conversations, questions, phrases and practical protocols for many stages of the sales process.
How many chapters are included?
29 chapters covering topics such as Permission Words, Pre-Tags, Selling Surveys, Story Selling, Presentation Knowledge, Reflective Selling, Mirroring, Bond and Rapport, and more.
Is this the same as The $10 Million Method?
No. Sales Words Matter focuses on the language of selling — what you say, how you say it, and how your communication can influence the sales process. The $10 Million Method is Murray’s more comprehensive training program built around four disciplines: Mindset, Discovery, Presentation, and Close.
You’ve worked hard to get where you are. You’ve invested time, made sacrifices, and you have goals that matter to you and the people you love. One better question. One more meaningful conversation. One clearer explanation of value. One moment when you choose to listen instead of pitch.
Your next close begins with the right words.
Your next close begins with the right words.
Learn the Language of Better Selling · 29 Chapters | Practical Sales Techniques | Just $29
Stop Selling. Start Solving. Strive for More.
Individual results vary. No specific sales or income outcome is guaranteed.
STOP SELLING. START SOLVING. START CLOSING.
Real-world sales training for real-world sales professionals.
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